PaymentsJournal
No Result
View All Result
SIGN UP
  • Commercial
  • Credit
  • Debit
  • Digital Assets & Crypto
  • Digital Banking
  • Emerging Payments
  • Fraud & Security
  • Merchant
  • Prepaid
PaymentsJournal
  • Commercial
  • Credit
  • Debit
  • Digital Assets & Crypto
  • Digital Banking
  • Emerging Payments
  • Fraud & Security
  • Merchant
  • Prepaid
No Result
View All Result
PaymentsJournal
No Result
View All Result

Conversational Commerce Speaks a Disruptive Tone

By Raymond Pucci
March 5, 2018
in Analysts Coverage
0
2
SHARES
0
VIEWS
Share on FacebookShare on TwitterShare on LinkedIn
American Express Introduces Enhanced Business Travel Account to Help Companies Manage the Reality of Business Travel - PaymentsJournal

Background from bank plastic cards. Figures on the card. Small depth of sharpness. Indoors. Horizontal format. Gray, green, yellow. Color. Photo.

While conversational commerce, or voice ordering, has become popular with many consumers, product brands, their marketers are not so sure. As the following article reports, smart-speaking home devices like Alexa can create some disruption in shoppers’ buying behavior.

Voice ordering via platforms like Amazon’s Alexa is changing the way that customers encounter a brand’s products. Voice ordering is becoming a significant disruptor for digital marketing.

Branding is a vital part of any company’s marketing strategy. Until recently, visual presence has been one of the largest, if not the largest, factors in a company’s brand — but Amazon Alexa and other voice assistants are drastically changing the ways consumers encounter products.

Graeme Pitkethly, chief financial officer of Unilever (owner of such brands as Dove, Lipton, and Axe) recently told the Wall Street Journal, “Of all the disruptions that are taking place in all the things technology is bringing into our space, voice is among the most disruptive.”

Companies spend big money on buying up shelf space in the stores of leading retailers, to ensure their products are at the forefront of a consumer’s shopping experience. Yet increasingly, customers are no longer putting themselves in front of physical products before purchasing them.

This kind of brand exposure has already been dwindling with the advent of online shopping. Rather than scanning rows of meticulously designed product containers and labels in a brick and mortar store, most user interaction with products is relegated to the span of a few hundred pixels. Even that is beginning to disappear, as more users are turning to voice ordering through the Amazon Alexa platform and its competitors, removing the visual aspect almost entirely from the shopping experience.

Conversational commerce may well become a major sales channel for retailers to go after. After all, the voice activated devices from Amazon, Apple, and Google are providing consumers with another buying and payment choice from the comfort of their home. But similar to internet search engines that use algorithms to direct browsers to certain websites, voice enabled devices have a mind of their own. Many digital marketers and advertisers are becoming unhappy with perceived lost sales. It’s still early to draw conclusions, but right now, Alexa and Siri could be disrupting the relationship between retailers and their customers.

Overview by Raymond Pucci, Associate Director, Research Service at Mercator Advisory Group

Read the quoted story here

2
SHARES
0
VIEWS
Share on FacebookShare on TwitterShare on LinkedIn
Tags: AmazonConversational Commerce

    Get the Latest News and Insights Delivered Daily

    Subscribe to the PaymentsJournal Newsletter for exclusive insight and data from Javelin Strategy & Research analysts and industry professionals.

    Must Reads

    mortgage

    The Rich Benefits of In-House Payment Systems

    July 9, 2025
    digital cards

    Beyond Plastic: Why Digital Cards Are the Future

    July 8, 2025
    What Premium Card Overhauls by Chase and Amex Reveal About the Credit Card Market

    What Premium Card Overhauls by Chase and Amex Reveal About the Credit Card Market

    July 7, 2025
    Rewire Acquires Imagen, Looking at Prepaid Cards for Migrant Workers

    Smells Like Team Spirit: What Makes Cobranded Credit Cards Work

    July 3, 2025
    uk banking outages

    New Continuous Strategies for Battling Account Takeovers

    July 2, 2025
    Fraud Monitoring

    What to Expect When Nacha’s Fraud Monitoring Rules Take Effect

    July 1, 2025
    payments

    Don’t Just React to What’s Next in Payments—Anticipate It

    June 30, 2025
    consumer debit

    As Payment Types Proliferate, Debit Cards Still Go Strong

    June 26, 2025

    Linkedin-in X-twitter
    • Commercial
    • Credit
    • Debit
    • Digital Assets & Crypto
    • Digital Banking
    • Commercial
    • Credit
    • Debit
    • Digital Assets & Crypto
    • Digital Banking
    • Emerging Payments
    • Fraud & Security
    • Merchant
    • Prepaid
    • Emerging Payments
    • Fraud & Security
    • Merchant
    • Prepaid
    • About Us
    • Advertise With Us
    • Sign Up for Our Newsletter
    • About Us
    • Advertise With Us
    • Sign Up for Our Newsletter

    ©2024 PaymentsJournal.com |  Terms of Use | Privacy Policy

    • Commercial Payments
    • Credit
    • Debit
    • Digital Assets & Crypto
    • Emerging Payments
    • Fraud & Security
    • Merchant
    • Prepaid
    No Result
    View All Result